Spotlight Session
Video Analysis with MAXQDA
Leopold Meinert (leopold.meinert@maxqda.de)Video has become a data type increasingly used by researchers across disciplines togain insight into different areas and research objectives, from social interaction to
media discourse, video analysis has become a key method for many researchers
today.
Reasons to use video data:•Technological improvements enable detailed video analysis•

Many social phenomena are highly complex: Video data allows researchers to"zoom in" on empirical realities.

•Rich video data encompass more of "what is going on" than e.g. text data: bodymovements, materialities, space, etc.

•Research questions address not only the "what" and "why," but also the "how" ofthe action unfolding in the video.

1. Types of Video Data•

Artificial vs. natural situations being captured•

The position and "action" of the camera: e.g. static or moving•

Level of editing and post-production

(Tuma et. al. 2013, p. 37)

2. Import and Transcription•

Create a new MAXQDA project and import your video files using the Import tab.

•All common video formats are supported by MAXQDA (we recommend using.mp4).

•

You can have your videos transcribed automatically using MAXQDA's automatictranscription service. (Up to 1 GB of video can be transcribed at once)•If you have already transcribed your video, you can attach your transcript to yourvideo file.

•Since video files are often large, they are not (!) stored within the project files, but
in a separate folder if they exceed a certain size.

Transcription Dialogue

3. The Multimedia Browser•

The Multimedia Browser is the heart of MAXQDA's video analysis functionality.

•Here you can watch your data, code, and analyze it close to the data.

Multimedia Browser Interface•You can add memos to your video data•

Start the transcription mode, to transcribe your data•

Take Screenshots, export it as a document for further analysis, or export clips foryour report.

•The Multimedia Browser Interface allows you to select specificsequences in the video (using the sequence marker buttons are left-click
and hold to draw a selection).

•This selection can then be the basis for fine-grained analysis, such as analyzing
gestures or changes in prosody. To analyze a video in detail, I recommend using
the arrow keys to move back and forth in 1-second steps.

4. Coding•Once selected, a sequence can be coded by right-clicking on it

Assigning a code to your data•

You can use an existing code or code system (deductive) or generate codes fromthe data (inductive/abductive). Name the code and specify when to apply thecode. Add a comment to the coded segment if you want to comment on thisparticular sequence.

•

Code Comments are a great way to note ad hoc interpretations since
MAXQDA can display them in a table after coding. Here you can compare
your interpretations at a glance.

‘5. Retrieving Data
•If you want to analyze a specific subset of your data, or more generally navigate
easily through your video data, you can use the Retrieve Segments feature.

•Activate the subset of your data you are interested in by left-clicking on thedocument(s) and codes, which will turn purple. They are now activated.

•In the Retrieved Segments window, you will now see all sequences from yourdata that have been coded accordingly.

•By clicking on the image, MAXQDA returns you to the multimedia browser andthe context of your data for further analysis.

6. Comparing Cases•

Comparing cases qualitatively and quantitatively is key to many study designs.
This MAXQDA feature is also very useful for video data. It can give you anoverview, provide critical validation of your interpretations, or lead you in a newdirection.

Quantitative case comparison output

7. Codeline•

Temporal evolvement is critical to many study designs working with video data.
The Code Line feature can help visualize when what happens in your data. Thiscan be very useful when making comparisons and looking for explanations forcertain behaviors or events.

•To create a Codeline, select the Visual Tools tab, click on Codeline, set yourpreferences, and click OK. Be sure to click "Codeline for linked media file" toenable the Codeline for your video data.

•The Codeline shows you when a code appears in your data (in this case different
types of populism in a political speech).

•Additional insight is often gained when adding another code (in this case thetopics of the political speech).

•Knowing the temporal overlap of the codes is a very powerful tool forinterpreting your data.

•By clicking on a code block in the Codeline, you can jump to the multimediabrowser and further analyze, check, or confirm an interpretation.

•A Codeline can only be created for one document at a time.

8. Document Comparison Chart•

What the Codeline is missing is addressed by another visual tool: the Document
Comparison Chart. It allows you to compare the temporal distribution of codes
between different documents.

•Make sure that “Media Files” is selected. After clicking Document Comparison
Chart on the Visual Tool tab

Select Media Files•The output, although broader, provides information about the distribution ofcodes between documents in a visual way (in this case, the GREEN code is often
used in document 1 but not in document 2). Based on the meaning of the codes,
we can explore this further and also take into account when the codes inquestion and the related behavior occur in our data.

Suggested Reading•https://www.maxqda.com/help-mx24/analyzing-videos/video-analysis-withmaxqda•

Knoblauch, H., Tuma, R., & Schnettler, B. (2015). Videography: Methodology Expanding fieldwork and contextuality. Peter Lang Publishing Group.

•Hubert Knoblauch, René Tuma & Bernt Schnettler (2014): Video Analysis andVideography, in: U. Flick (ed.) The Sage Handbook of Qualitative Data Analysis,
London: Sage, 435–449.

To learn more visit: https://www.maxqda.com/